Bachelor of Science in Business Administration-Marketing Subplan with Emphasis on Customer Insights and Analytics (CIA)
Marketing research deals with the systematic generation and analysis of information for use in marketing, problem-solving, and decision-making, which equips students with tangible skill sets that give them a competitive edge in the job market. This field is characterized by an abundance of good-paying jobs, the use of qualitative and quantitative techniques along with the computer, the application of the scientific method to find answers to marketing questions, and a continual search for a better understanding of human behavior in the marketplace. The marketing research career track is for students who plan to work as marketing research analysts, research project managers, research account executives, or field research supervisors. Market research functions are performed by market research firms, advertising agencies, educational institutions, governmental entities, research departments in business firms, and a variety of non-profit organizations. Our program is the only undergraduate program in the state of California that offers the specialized curriculum and Analytics and Marketing Insights Club, a student-led club, to prepare students for careers in insights and analytics. As a result, we have a track record of placing our graduates in leading world-class market research firms and marketing research departments among fortune 500 client companies.
Select 13 Units
IBM 4072 – Qualitative Market Research (3)
Introduction to the theory and practice of analyzing qualitative data. Orients around using analysis to spur creativity and imaginative theorizing about consumer behavior. Examines the role of qualitative exploratory research in defining the research problem and in developing an approach
IBM 4092 – Advanced Marketing Research (3)
Advanced marketing research for strategic decision-making. Analysis of internal data, consumer data, and cases for forecasting, segmentation, positioning, new product decisions, retail site, and promotions decisions. Fundamentals of gathering, transforming, and mining of big data for decision-making.
IBM 4192 – Data Mining for Marketing Decisions (3)
Survey of data mining for marketing decision-making. Analysis of abundant internal or external historic data for forecasting, market segmentation, product decisions, pricing decisions, channel selections, and promotions decisions, as well as social media mining and sentiment analysis. The course will equip students with both fundamental data mining theoretical knowledge to solve marketing problems/goals and practical hands-on data mining skills to execute the techniques.
IBM 4202 – Marketing Analytics (3)
Marketing analytics introduces the role of analytics and various analytical tools that are crucial to marketing professionals. It explains analytical techniques and their applications in business. Learning and applying these tools and techniques will help students gain insights in the real world and enhance their business decision-making.
IBM 4952 – Marketing Research Practicum (3)
Integration of all aspects of marketing and marketing research into comprehensive plans and courses of action across the whole spectrum of the research process. Emphasis will be given to successful project management and written and oral communications with clients.
IBM 4000 – Special Study for Upper Division Students (1-3), with approval of advisors
Individual or group investigation, research, studies, or surveys of selected problems at an advanced level. Proposals to be initiated by the student(s) with guidance from faculty. Total credit limited to 6 units, with a maximum of 3 units per semester.
IBM 4990 – Special Study for Upper Division Students (1-3), with approval of advisors
Group study at an advanced level of a selected well-defined topic or area not covered by a regularly offered course.
IBM 3202 - Market Analysis and Control (3)
IBM 3302 - Marketing Research (3)
IBM 4112 - Consumer Behavior (3)
IBM 4212 - Marketing Problems (3)
PSY 2201 - Introduction to Psychology (3) (E)
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ACC 2080 - Managerial Accounting for Decision Making (3)
BUS 3000 - Applied Business Communication (3)
BUS 3102 - Globalization of Business-Modules (3)
BUS 4950 - Strategic Management (3)
CIS 1010 - Introduction to Personal Computing (3) 1
CIS 3100 - Management Information Systems (3)
EC 2201 - Principles of Microeconomics (3) (D3)
EC 2202 - Principles of Macroeconomics (3) (D3)
FRL 2013 - The Legal Environment of Business and its Transactions (3)
FRL 3000 - Managerial Finance (3)
IBM 3012 - Principles of Marketing Management (3)
MAT 1250 - Introductory Calculus for Business (3) (B4)
MHR 3010 - Principles of Management (3)
MHR 3020 - Organizational Behavior (3) (D4)
STA 1200 - Statistics with Applications (3) (B4)
TOM 3010 - Operations Management (3)
TOM 3020 - Managerial Statistics (3)
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